The Changing of the Guard
The grass of Centre Court is wilted and worn, lines of dragged feet and sliding forehands marking out baseline. Echoes of 140 mph serves can be heard from Court 1 as another thunderous rally plays out under the afternoon London sun. Later in the day, Flavio Cobolli steps into a packed stadium to play his first Grand Slam quarterfinal against perennial champion, and the Italian’s idol, Novak Djokovic. When Cobolli has lost, the grounds will become quiet once more, awaiting the arrival of the next victor, head tilted towards the sky. This particular Wimbledon has been one of breakthroughs and farewells, a changing of the guard.
On July 9th, 2025, three out of the four Wimbledon semi-final matches contained a player sponsored by On Running (On). This was unprecedented, to say the least. The highest ranked On player throughout the tournament has been Iga Świątek, having fallen seven places from her number one status nine months ago. Ben Shelton, Flavio Cobolli, and João Fonseca will all reach career high rankings at the conclusion of the tournament, and today, Świątek takes on Amanda Anisimova to pursue her sixth Grand Slam title. Yet, On places little emphasis on current rankings and achievements when it comes to selecting their athletes. Rather, On meticulously curates a roster of players that align with their values as a brand. By sponsoring some of tennis’s most athletic, adaptable, and charismatic young talents, On positions itself at the forefront of tennis’ new era, organically integrating technology and human-centric marketing to elevate their athletes and ensure exponential growth.
Strategic Player Selection
None of the On sponsorees regard themselves as grass-court virtuosos, their past successes coming predominantly on clay. Even hard court-loving Ben Shelton was the first American to reach the final of a 500 or above tournament on clay since Andre Agassi in October of 2002 this April in Munich. However, Świątek, Shelton, Cobolli, and Fonseca, simply put, have something that other tennis players do not. All four are explosive athletes, quick off the mark, and good vertical movers, adapting seamlessly to both opponents and surface. They combine powerful groundstroke with the ability to return on a dime. And most importantly for a company like On, they showcase an athleticism so striking it appears as though they are running on clouds.
Unlike other sportswear brands such as Adidas and Nike, On are markedly selective about which athletes they represent. On Running envisions the future of sports by blending humanity’s innate love of movement and the outdoors with sleek minimalism and avant-garde technology. Świątek, Shelton, Cobolli, and Fonseca all appear to have undergone the most recent tennis player software update. Each is the archetype for what On perceives as the future of the sport, where athleticism, agility, and selective aggression reign supreme. All four players are under 25, helping to drive growth in tennis’ new, emerging markets. Not only will their careers outlast those of the current baseline-heavy generation, but their style of play positions them to become the trailblazers for a new era.
Redefining Movement
As a sportswear brand, On’s mission is “to ignite the human spirit through movement.” Their statement embraces a distinctly philosophical tone, suggesting that movement and sport are spiritual pursuits and an intrinsic part of the human experience. On footwear and clothing mesh with the body, enhancing the experience of moving through outdoor spaces through minimalist technology.
On selected tennis players who not only possess enhanced athletic ability, but also embody their brand values. Świątek, Shelton, Cobolli, and Fonseca play notably well on natural surfaces, with a particular affinity for clay. The raw image of these athletes in On’s loose, full-coverage, minimalist apparel against the deep russet of the earthy material evokes a sense of spiritual connection to the surface. They live as modern nomads, drifting from tournament to tournament, carrying an intuitive understanding for the movement of the court.
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On further explains that their brand understands how “Being in motion taps into the place in the subconscious where inspiration lies.” Sports allow individuals to develop an intuitive correspondence with their inner selves. Tennis, then, can be seen as not merely an act of movement but a way to reach one’s full potential through an active lifestyle. On promises clientele the opportunity to transcend human nature, to exist beyond the confines of the individualist and cosmopolitan sphere that surrounds them.
Visually, the gradient patterns adorning many of On’s tennis designs showcase the explosive movement and unbounded technical capabilities of their athletes. There is an air of inevitability in the colors that On selects. The pink and yellow ombre shown below on Ben Shelton during the Australian Open earlier this year mimics the phenomena of the sky at sunset, allowing the players to both rise above the ocean blues of the hard court.
Futurism in Tennis
On’s marketing and design embodies a particular style of minimalist, natural futurism. Their “Cyclon” running shoe is the first to follow a circular model, with each element of the shoe made from recyclable material. Runners are able to subscribe to receive a new pair of shoes every six months, with the old pair reconstructed for reuse. Tennis, as a sport, fits the model of a circular economy. The tour reinvents itself every year, providing the opportunity for a fresh start and a new crop of champions. Legends remain legends of the sport, but get surpassed by newer, modernized generations. Yet, the core of the game remains. There will always be rivalries, victors, and those who exist as background characters to the main narrative. The players sponsored by On do not play like 20 time Grand Slam Champion (and On investor), Roger Federer, because Federer’s game does not suit the modern tennis circuit.
On’s prediction of tennis’ inevitable turn towards a newer, kinetic style is bold. From a marketing standpoint, only future scoreboards can tell whether or not the players that On have selected will follow their projected rise. This Wimbledon serves as early evidence for their calculations, a clear victory for the Swiss company whose players seem to be running on clouds.
Image Credits
On Running: Mental strength in tennis: 10 tips to stay focused on the court
Getty Images: Iga Swiatek of Team Poland is playing against Danielle Collins of Team United States
On Running: On signs Flavio Cobolli as the latest ATP player to join its expanding tennis roster
Getty Images: Ben Shelton of the United States serves against Jannik Sinner of Italy
Wimbledon: The Feet of Joao Fonseca